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Articles by Mark Bornstein
AI Agents Have Autonomy. Why Doesn’t Your Marketing Team?
We are in a race to buy autonomy. CMOs are investing heavily in AI tools, captivated by the promise of autonomous agents that can analyze, create and execute at machine speed. Yet, this new technology is being plugged into organizational structures built for a different era. We are installing jet engines on horse-drawn carriages. The result is a strategic contradiction. We have autonomous tools managed by teams that are not.
Six Marketing Predictions For an Unpredictable 2023 | JD Supra
Every year, we do a webinar where we look into the crystal ball to anticipate the hot trends and strategies for digital marketing. Those trends are usually driven by new technologies or emerging strategies. This year, our webinar was different. 2023 stands to be a year like no other. With so much economic uncertainty, tightening budgets and limited resources, marketing departments are being asked to do much more with much less. This is not the time for catchy marketing slogans and trends.
The History of Salesforce
Partner Content Now that physical events are possible again, marketers everywhere are considering their options. Stay virtual? Go back to physical only? Or perhaps have the best of both worlds by going “hybrid.” Hybrid events are the talk of the town these days and for good reason. By going hybrid, we can extend the scale of conferences and events to reach audiences of any size, anywhere in the world. Suddenly event strategies have potential that we never imagined before.
3 Ways to Strengthen Digital First Customer Engagement
The move toward digital engagement has been years in the making across every industry. When COVID-19 struck, companies had no other choice but to make a dramatic shift toward using digital channels as the primary way to engage with prospects and customers. And webinars played a critical role in keeping companies and their buyers connected. According to our annual ON24 Webinar Benchmarks Report 2021, the number of webinars increased dramatically, 162% last year.
4 things you must get right when you move physical events to digital
By Mark Bornstein3 minute Read Seminars, trade shows, and conferences have been a staple tactic for marketers for decades. Frankly, there is nothing like face-to-face interaction to drive awareness and generate opportunities. The most recent data (pre-pandemic) from Statista found that 13% of global businesses surveyed spent between 1% and 5% of their marketing budget on events, while 10% reported spending more than half of their budgets on events.
The Great Gate Debate
To gate or not to gate, that is the question. It’s an argument as old as time. Or at least as old as digital marketing. For many years, the standard arrangement between companies and prospects was that companies would give you a valuable piece of content in exchange for some basic contact and/or demographic information. The “registration form” became an expected, and occasionally feared, part of the bargain.
Five Webinar Trends to Boost Customer Centricity in 2018
I hope you had a wonderful and relaxing holiday season and are getting back into the swing of things at work (I know it’s taking me some time). Since it’s the beginning of the new year, and since we just produced a webinar on the subject, I figured it’s a worthwhile endeavor to take a quick look at what I think 2018 will have in store for webinars (hint: a lot of great developments).
Why The Best Marketers Are Adding Online Experiences to IRL Events
Fall in the marketing world means more than just pumpkin-spiced lattes, it’s a hectic time full of industry conferences. All you road warriors know what I’m talking about… there are too many B2B marketing events, conferences, summits, and forums to keep straight. In the whirlwind of flights, happy hours and card-swapping, all those valuable in-person conversations can feel like they happened ages ago once you get back to the office.
LETTER: Hooah to major who helped family after flood
Hooah! I want to send a loud, raucous hooah to Maj. Rich Cordero of the 101st Combat Aviation Brigade. Back in August, our house was flooded by the waters of the Great Louisiana Flood of 2016. Our neighborhood was inundated with 21 inches of putrid swamp water, and it damaged/destroyed most of our worldly possessions. Within a day of this catastrophe, Maj. Cordero set up a GoFundMe with a $2,500 goal.
The Bottom-of-the-Funnel Challenge
As marketers, we spend so much time trying to generate new leads that we barely have time to worry about how many of them actually turn into revenue. For those truly sophisticated marketers, there has been a lot of effort put into improving the way we target prospects (such as ABM and predictive), hopefully increasing the pipeline derived from our leads. But all of that is far removed from the core issue that determines the bottom line: how do we close more deals?
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